It began, as history can best record, as a proverb of the Native American Cherokee tribe. Which said, “do not judge a man until you have walked a mile in his shoes.” This proverb had been rephrased, reshaped, and reworded many times as a way to communicate. What matters though, is the truth of this proverb. To truly know someone, you must walk a mile in his or her shoes. Increasingly today, B2B buying decisions are heavily weighted towards perceptions about a brand’s promise and experience. Oftentimes, gaining clues about buyer perceptions and experiences with a brand is not an…READ MORE
B2B buyers are about to enter new territory. Giving B2B CMO’s and CSO’s new challenges as they strive to keep pace with evolving buying behaviors. The “always on” nature of consumerism has bled over to B2B. Unleashing a new powerful element in the ongoing buyer revolution. We are about to enter an era of the self-qualified B2B buyer. The 3 Phases Of The Buyer Revolution If we look back at what has been taking place, we find a habitual form of B2B buying power as a result of new digital technologies. This means B2B buyers also want to fulfill desires…READ MORE
New Survey Highlights What Is Most Important To B2B Customers. Surprise, It Is Not Content Marketing.
The fanfare has been loud and non-stop. Drums beating and reverberating throughout the B2B world to jump on board the content marketing train. As in the B2C world, we are beginning to see a dramatic rise in web-based content, online communities, and video-based messaging. These are proving to be powerful ways to communicate. There is just one problem. B2B customers are experiencing disconnect between brand as well as content messaging and what they care about most. According to a recent research study and survey conducted by McKinsey, of 700 global executives, corporate messaging may be having little impact on evaluation…READ MORE
In commoditized markets, B2B organizations are under constant threat of watching their customer base evaporate into thin air. Getting caught flat-footed as markets migrate to competitors offering newer products and services. Suffering the consequences of not transitioning from a product-centric company to a customer-centric company. Is Customer-Centric Enough? B2B organizations continue to struggle in the shift from product-centricity to customer-centricity. This is despite taking extraordinary steps to do so. Heralding new programs designed to focus the company on their customers. Implementing customer experience initiatives. Beefing up customer service capabilities. Creating new services to improve delivery and implementation. Yet, today such…READ MORE
The concept of targeting companies has been around for a long time. Opportunity pipelines usually consist of company names. Sales automation typically has started out with creating a company account name. Knowing which companies to target has been the lifeblood for B2B Sales for decades. This approach, however, is starting to become like trying to race across a quicksand lake. B2B organizations find themselves sinking deep into a state of darkness with little knowledge about the companies being targeted. There is a reason for this. For years, we have done targeting quantitatively, categorically, and statistically. One problem, these approaches give…READ MORE
On the minds of most executive leaders for B2B organizations is two pressing objectives. They involve two additions – increasing customer acquisition and increasing customer retention. From a customer lifecycle and buying cycle perspective, it means getting more in the front end and less leaking out the back end. At the most basic level, it is fundamental to achieving growth and profitability. For CMO’s and CSO’s – there is a lot riding on both. Answering Big Questions B2B organizations are struggling with big questions. They are not new. They have existed since the dawn of business. The struggle today has…READ MORE
The importance of knowing what buyers value is unmistakable. Yet, trying to understand what they are can be fuzzy. Buyers are not always clear in articulating, which makes our ability to understand challenging. Understanding buyer value drivers is important to developing a compelling value proposition. You need to balance both sides of the coin to meet the goals and needs of your target buyers. Influence Begets Complexity Our traditional view of value drivers, through the term we know as buying criteria, has become inadequate in the new digital age. It is a one-dimensional view, which can be un-insightful. Buyers today…READ MORE